It's easy to crack jokes about EA Sports' new "Freestyle" brand - as well as their "All-Play" tags for their Wii games - because jokes either EA Sports or the casual end of the gaming spectrum are a dime a dozen. Get past those, though, and you see new boss Peter Moore's being driven by a single, steely purpose: take what made Wii Sports such a hit, and apply it to every EA Sports brand you can think of. That's what he said at a conference in Vancouver yesterday, telling journalists: